Aston Martin DBX – Bold New Cinematic Campaign Shaped by Leading Contemporary Creatives


Aston Martin is proud to present the cinematic debut of the brand’s first SUV, DBX. The company’s first short film has been directed by the Oscar-nominated, Italian director Luca Guadagnino, and stars the award-winning British actor Josh O’Connor.

Aston Martin is proud to unveil its new film, directed by Luca Guadagnino, working alongside an impressive creative support team. With art direction by Peter Saville, the film features O’Connor, most recently seen starring as Prince Charles in ‘The Crown.’

Filmed on location in Sicily, the film shows O’Connor undertaking a dream-like excursion at the wheel of the Aston Martin DBX. DBX gives the brand a commanding role in a new sector, the Sports Utility Vehicle. Designed at Aston Martin’s studio in Gaydon, Warwickshire, and built in the company’s state-of-the-art production facility in St Athan, South Wales, DBX shares its DNA with its sports and GT siblings, combining effortless performance, superior dynamics, ultra-luxurious hand-crafted interiors and a truly bespoke customer experience.

‘We have created this movie in which we focus on a man and his mind, as well as his command of a car through a great landscape. It was wonderful how once Josh started to drive the Aston Martin DBX, the car somehow became this unique, beautiful sculptural object,’ said Luca Guadagnino, ‘His figure and line perfectly blend into the line of the car.’

‘The thing that appealed to me first was that Aston Martin is a true British institution, a company that has been ever-present throughout my upbringing,’ O’Connor said, ‘I think the combination of the luxury of the brand, and the luxury of Luca’s vision is perfect and comes through in this very special film. There is a true sense of speed and there are no two ways about it, when you are in the DBX it feels like a true sports car.’


Aston Martin’s Executive Vice President and Chief Creative Officer, Marek Reichman said: ‘Josh O’Connor is an exceptional actor working at a time of a golden age for drama, while Peter Saville is a true creator of brands. He can turn his talent from creating a stunning logotype, to shaping an iconic image, being a brand ambassador for a city or even re-shaping a whole corporate identity. Together with Luca and Josh, we have three very different but definitive creative characters.’

O’Connor is filmed behind the wheel of a Minotaur Green Aston Martin DBX with a light ivory interior, a contemporary update of a classic colour combination. The camera follows his journey through the island’s vineyards and dirt roads, culminating in a visit to a mysterious but elegant villa. The Aston Martin team joined the production team on set in Sicily to help craft the subtly framed hero shots of the car.